domain analytics - icann58 copenhagen...value for registrars domain analytics icann58 10 0% 5% 10%...

Domain AnalyticsJay Daley, ICANN58 Copenhagen, 2017

• Using data science to provide insight into domain name usageValue for registrars – understanding customersValue for registrants – understanding competition

• Two key techniquesAlgorithmic popularity ranking from DNS trafficIndustry coding of domains by machine learning

• Two key outputsNew functionality on registrar portalNew product for registrars to sell

• Had these ideas in October 2012Only now are we close to launch!

Domain Analytics Explained

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• We capture all DNS traffic to our serversBut we need an algorithm that sees past caching resolvers

• Development of an algorithmCurrent - Tf-idf (term frequency–inverse document frequency) – ranks importance of words in a corpus of documentsDeveloping – Adjusting for resolver behaviour and scaling by resolver sizeRequires determining resolver centricity accuratelyFurther – Compensate for varying TTL?

Popularity Ranking

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Top 20 – March 2015

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Top Banks – March 2015

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• ANZSIC – Australia/New Zealand Standard Industry Code (2006)

• 19 broad divisions:A — Agriculture, forestry, fishing and hunting B — Mining C — Manufacturing D —Electricity, gas and water supply E — Construction F — Wholesale trade G — Retail trade H — Accommodation, Food Services I — Transport and storage J — Information Media and Telecommunications K — Finance and insurance L — Rental, Hiring and Real Estate Services M — Professional, Scientific and Technical Services N — Administrative and Support Services O — Public Administration and Safety P — Education and Training Q — Health Care and Social Assistance R — Arts and Recreation Services S — Other Services

• 96 sub-divisions, 200+ group, 500+ classesL Rental, Hiring and Real Estate Services

66 Rental and Hiring Services (except Real Estate)661 Motor Vehicle and Transport Equipment Rental and Hiring

6611 Passenger Car Rental and Hiring6619 Other Motor Vehicle and Transport Equipment Rental

Industry Coding

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• Bought two hand-curated marketing databases.Bought two fields - Domain Name, ANZSIC106k in one, 15k in the other

• Used as training set for machine learning• Now at stable point

After testing 16 different ML algorithms (ask Sebastian Castro if you want details)

• Still looking at improvementsWill probably do much more hand coding (top 100 per main industry)

ANZSIC for the Register

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• Penetration by verticalSpecialise in specific verticals (accidentally)?Repeat business in same vertical?

• Potential of verticalsHow does overall registry penetration compare to industry size?Has a vertical been fully mined?What are the most untapped verticals?

• Value of verticalsDo some verticals bring more repeat business?Buy more add-on products?

Value for Registrars

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Value for Registrars

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Registrar

ANZSIC Personal Parked Unknown

Registry

ANZSIC Personal Parked Unknown

Value for Registrars

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A — Agriculture, forestry, fishing and hunting

B — Mining

C — Manufacturing

D — Electricity, gas and water supply

E — Construction

F — Wholesale trade

G — Retail trade

H — Accommodation, Food Services

I — Transport and storage

J — Information Media and Telecommunications

K — Finance and insurance

L — Rental, Hiring and Real Estate Services

M — Professional, Scientific and Technical Services

N — Administrative and Support Services

O — Public Administration and Safety

P — Education and Training

Q — Health Care and Social Assistance

R — Arts and Recreation Services

S — Other Services

Registry Registrar

• The online advertising dilemmaImagine you’re an online flower shopYou advertise in the lead up to Mothers’ DayYou get 50% rise in online traffic, 10% rise in sales

• BUT ….How do you know how your competitors did?What if they got 50% rise without advertising?How much of this was just Mothers’ Day uplift?

• Not even Google Analytics can tell you!• We can.

Value for Registrants

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Popularity product

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Popularity product

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Popularity product

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Popularity product

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Popularity product

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Popularity product

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Popularity product

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• We scan the DNS of all our domains (675k) every month

• Already provide that data to our registrars in our portal

• But registrar may not be DNS operator• So providing it for free in the product

Health check

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Health check in our portal

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Health check product

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Health check product

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Health check product

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Health check product

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Future – Similarity?

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• How do we integrate with Registrars?• Option 1

Registrar manages userEmbeds siteWe charge wholesale fee

• Option 2We manage userPublic siteWe charge retail feeWe pay registrars a commission per customer

• Registrars are splitNot sure the two options are compatible

Finally

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Contact:www.nzrs.net.nz

Jay Daley, jay@nzrs.net.nz

Thanks